Measuring the Utilization of On-Page Search Engine Optimization in Selected Domain

Abstract

Search engine optimization (SEO) techniques involve „on-page“ and „off-page“ actions taken by web developers and SEO specialists with aim to increase the ranking of web pages in search engine results pages (SERP) by following recommendations from major search engine companies. In this paper we explore the possibility of creating a metric for evaluating on-page SEO of a website. A novel „k-rank“ metric is proposed which takes into account not only the presence of certain tags in HTML of a page, but how those tags are used with selected keywords in selected domain. The „k-rank“ is tested in domain of education by inspecting 20 university websites and comparing them with expert scores. The overview of results showed that „k-rank“ can be used as a metric for on-page SEO.